AFLW reveals ‘GenW’ brand positioning and showcases the sport’s diverse fan base

AFL’s women’s league, AFLW, has revealed its new brand positioning ‘GenW’.

The campaign, created by Clemenger BBDO Melbourne, also aims to showcase the diverse group of people who make up the sport’s fan base.

AFLW’s new television commercial includes all those who support the sport, including women, mothers, fathers, girls, brothers, team fans, coaches, grandparents and new players.

The campaign is running across TV, digital, social, outdoor and in the press.

Katie Hynes, AFLW and female football marketing manager, said in a statement: “AFLW is for everyone – young, old, male, female. It’s brothers playing alongside sisters, the dad who is proud, the women who never got to play and those who show us they can.

“GenW is a term that encapsulates the many and varied individuals that come together to make female football the force it has become. It is an opportunity to emphasise that women’s football is much bigger than the game itself.”

The new brand positioning and campaign comes just before the beginning of the NAB AFLW competition, which kicks off on February 2.

Hilary Badger, senior copywriter at Clemenger BBDO Melbourne, added: “It’s important that we celebrate the strong and fabulous women and girls who play AFLW. But how amazing to have the chance to hero the community behind those women too. The production itself also celebrated women’s ability, from two women producers to a writer and the director.”

The campaign has launched just after the AFL appointed PHD to its media account.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.